'Bespoke Life 2023' Online Event Held
On the 7th, Samsung Electronics held the 'Bespoke Life 2023' event online and unveiled new products that embody an expanded Bespoke value through sustainability, hyper-connectivity, and design.
In 2021, Samsung Electronics introduced the 'Bespoke Home,' expanding the Bespoke concept to all home appliances with the goal of enhancing personalized appliance experiences through customized products and services tailored to individual tastes and spaces. This time, reflecting the values and lifestyles consumers pursue and aiming to transform daily life, Samsung launched an advanced concept called 'Bespoke Life.'
The 2023 Bespoke appliances feature expanded support for SmartThings' AI Saving Mode, which adjusts operating algorithms to further reduce energy consumption. To enhance the hyper-connected experience that automatically adapts to individual lifestyles, AI functions have been upgraded. For the first time in an appliance brand, Samsung introduced uniquely designed products in collaboration with the creative studio Toilet Paper.
Han Jong-hee, Vice Chairman and CEO of Samsung Electronics' DX Division, said, "Bespoke Life redefines the appliances we use every day and embodies Samsung Electronics' commitment and efforts to make our homes and future sustainable. We will present a sustainable, connected, and stylish lifestyle with products and solutions that allow consumers to 'bespoke' their lives."
Han Jong-hee, Vice Chairman and CEO of Samsung Electronics DX Division, is delivering the keynote speech at 'Bespoke Life 2023' held online on the 7th. / Photo by Samsung Electronics
Bespoke Appliances Get Smarter with AI... Microplastic Reduction Filter Launched
At the event, Samsung Electronics introduced various efforts for a sustainable future. The AI Saving Mode of SmartThings Energy, which reduces energy consumption, will be available for Bespoke appliances such as refrigerators, washing machines, dryers, dishwashers, air conditioners, and the Eco Heating System (EHS), and will be expanded to 65 countries worldwide. Not only new products this year but also existing Bespoke appliances will support AI Saving Mode through software updates.
Additionally, the 'Microplastic Reduction Filter,' a solution that minimizes microplastic emissions caused by washing, will be launched sequentially starting in Korea on the 8th, followed by the UK and New Zealand this month, and then North America and Europe in the third quarter. This filter, made from recycled plastic materials, filters out about 98% of microplastic emissions. It can be managed via the SmartThings app. For single-person households, it reduces microplastics equivalent to eight empty 500mL PET bottles annually.
Samsung Electronics also introduced AI appliances centered on SmartThings connectivity that enrich and optimize personalized daily life. With 270 million users worldwide, SmartThings has applied over 20 'automation modes' to make it easy for many to use. For example, when a user leaves home, cleaning starts automatically and appliances turn off. All Bespoke new products released this year will support Wi-Fi to enable users to operate appliances smartly and intuitively.
In overseas markets, AI technology will be integrated into seven product categories: refrigerators, dishwashers, ovens, washing machines, dryers, air conditioners, and vacuum cleaners. Among them, the Bespoke Jet AI, which offers a powerful suction of 280 watts (W), will be launched this month in European markets such as France and Italy, as well as in the US and Australia. The Bespoke Jet AI was pre-launched in Korea in March. Its AI mode detects brush load resistance and vacuum pressure, adjusting suction power and brush speed according to cleaning environments like carpets and hardwood floors, optimizing battery usage and operation.
Limited edition bespoke refrigerator in collaboration with Toilet Paper at Samsung C&T Fashion concept store '10 Corso Como Seoul' Cheongdam branch / Photo by Samsung Electronics
Bespoke Appliances Expanding Overseas... Limited Edition Refrigerators Debut in Korea, UK, and US
Starting with Bespoke refrigerators, Samsung Electronics has continuously expanded the countries and products for Bespoke appliances over the past three years. Currently, it offers 15 product categories in 52 countries. The Bespoke refrigerator has achieved global sales of over 3 million units. This year, Samsung plans to expand the product lineup with models such as French door, top freezer/bottom refrigerator, and 4-door models equipped with Family Hub Plus features. Following the US and Europe, Bespoke Grande AI washing machines and dryers will be launched in Southeast Asia.
Samsung Electronics has showcased the artistic value of the Bespoke concept by introducing uniquely designed Bespoke refrigerators and collaborating with world-renowned artists such as Thibault Erem. At this event, Samsung announced the release of limited edition Bespoke refrigerators designed in collaboration with Toilet Paper, marking the first such collaboration by an appliance company. These products, unveiled in Milan, Italy, in April, will be released in four design themes: Lipstick, Magic Mirror, Rose with Eye, and Dessert Lady.
To allow Korean consumers to experience the distinctive design of the limited edition Bespoke refrigerators, Samsung will hold a pop-up exhibition at the concept store '10 Corso Como Seoul' Cheongdam branch, operated by Samsung C&T Fashion, until early next month. From the 23rd until the end of September, the products will also be showcased at the Samsung Store Cheongdam branch. The retail price for the 4-door freestanding model ranges from 3.44 million to 4.78 million KRW, and the products can be purchased both online at Samsung.com and offline at 10 Corso Como Seoul Cheongdam branch.
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